The Ocado boys (interview)

Citation

Davidson, A. (2009), "The Ocado boys (interview)", Strategic Direction, Vol. 25 No. 9. https://doi.org/10.1108/sd.2009.05625iad.005

The Ocado boys (interview)

Article Type: Abstracts From: Strategic Direction, Volume 25, Issue 9

Davidson A., Steiner T., Gissing J., Faiman J. Management Today (UK), June 2008, Start page: 34, No. of pages: 3

Purpose – Presents an interview with Tim Steiner, Jason Gissing and Johnathan Faiman, co-founders of online grocery company Ocado. Design/methodology/approach – Describes the beginnings of Ocado, which was established on an online model that failed everywhere else by a team with no supermarket grounding, ran at a loss for eight years to become established, and which attracts positive publicity as an underdog. Looks at the roles, organizational strengths and business acumen of the three entrepreneurs in an organization that delivers everything from one huge computerized warehouse. Explores Ocado’s strategy behind driving the business nationally, contrary to the major supermarkets’ approach of setting up online operations to be serviced through their local branches; and the inevitable decision that three founders will have to make regarding the financial future of the organization, which may be a listing, a trade sale or some kind of buyout. Summarizes the previous careers of the three, and discusses four particular challenges that they face with regard to broadening the coverage to include the whole of Britain; persuading anyone below the upper middle classes that Ocado is for them; sorting out their ownership structure; and deciding when to cash in.Article type: Viewpoint ISSN: 0025-1925 Reference: 38AH460

Keywords: Electronic commerce, Food industry, Management styles, Marketing strategy